Supplements UGC ads by the numbers
- Winning ads
- 118from 6 brands
- Median run
- 80 daysall winners: 85
- Median copies
- 3all winners: 4
- Proven (90+ days)
- 33%31% still live
118 ads. 0% link to an app store, 100% to a website. Median video length 35 seconds (31 ads with a length). Data as of 9 November 2026: 118 winning ads from 6 brands, first started 22 July 2025.
What the winning supplements ads have in common
- They run for months, not days. The median supplements winner ran 80 days (all 1,922 winners: 85). 33% passed 90 days and 4% passed 180.
- Brands make more than one version. The median winner exists as 3 copies in the Ad Library (all 1,922 winners: 4), and 36% reached 5 or more: new cuts, captions or sizes of the same video.
- The copy stays, the creator changes. 48% of these ads share their exact ad copy with another ad from the same brand (all 1,922 winners: 69%). Brands keep a line that works and run it under several creators' videos.
- Talking head leads. 36% are talking head videos and 20% demo. Review is more common here than across all winners (20% against 3%).
- A person is on screen. 91% show at least one person; 62% feature a woman and 28% a man.
- The ad copy runs long. The median caption is 228 characters, 38% mention an offer (free, % off, gift, sale), 19% cite social proof (stars, reviews, "#1", "viral"), 29% ask a question up top and 54% use emoji.
- They sell on the brand's own site. 100% link to a website rather than an app store.
- Many run as partnership ads. 59% run with the creator as a partner on the ad (Meta's partnership ads), against 16% across all winners.
- Ingredients in the caption. Long captions list ingredients and benefits as bullets ("zero sugar", "clinically studied probiotics"), while the video stays a casual phone clip.
Brands behind these ads
| Brand | Winning ads | Median run | Longest run | Median copies | Top format |
|---|---|---|---|---|---|
| Goli | 81 | 80 days | 239 days | 5 | Talking head |
| Arrae | 21 | 80 days | 125 days | 1 | Talking head |
| AG1 | 6 | 50 days | 50 days | 2 | Demo |
| Cymbiotika | 5 | 84 days | 104 days | 2 | Talking head |
| Hiya Health | 4 | 136 days | 162 days | 2 | Demo |
| Lemme | 1 | 105 days | 105 days | 1 | Talking head |
Download this table as a CSV file (CC BY 4.0, link to this page). Brands with a linked name have a full UGC Brands page on how they run their creator program.
How we picked these ads
A winning ad here is a UGC-style video ad from the Meta Ad Library (Facebook and Instagram) that the brand ran for at least 45 days, that sits in the top 10% of that brand's video ads by impressions, and that the brand either scaled to 3 or more copies or kept running past 60 days. Proven winners ran 90 days or more. Each ad is checked as the brand's own: run by its verified page and linking to its site or app.
The Ad Library shows no spend, clicks or sales, so the signal is behaviour: a brand that keeps paying to run a video for months, and copies it into new versions, is telling you it works. "Copies" counts the near-identical ads the library groups under the same creative. Format (talking head, demo, POV text and so on), who is on camera and language are labelled from each ad's poster frame and copy by a model, then spot-checked; treat them as approximate.
Data as of 9 November 2026: 118 winning ads from 6 brands, first started 22 July 2025. Run days for live ads are counted to the export date, so they will grow. This page shows a sample picked for variety (the brand's longest-running ads first, a cap per brand and one version per line of copy). We never show the creator's name or handle; each card links to the public Ad Library entry.
These are observations about ads brands kept running, not proof that a format causes results. A brand that runs talking heads will have talking-head winners. Compare shares with the "all winners" figures before drawing conclusions.